Verizon Media is adding new machine learning-enabled tools to its demand side platform (DSP) to give advertisers more clarity into ad performance across different channels and formats.
The company said the new tools will provide audience reach and cost analysis broken down by channel (display, connected TV, out of home, audio), ad format (video, native) and exchange. And it said future versions of the new tools should also allow for segmentation by device, video duration, video placement, and domain.
"Increasing transparency within the programmatic ecosystem must be an industry-wide priority, bringing agencies and tech partners together to drive better outcomes for clients,” said Steve Katelman, executive vice president of global partnerships at Omnicom Media Group, in a statement. “Adding Verizon Media’s capability to our own transparency tools allows us to understand deeper bidding insights at the auction level, ensuring that we are accessing the inventory through the optimal path. This level of DSP supply path flexibility should be the expectation moving forward.”
Verizon Media’s new tools launch comes after earlier this year the company added Digital Out-of-Home (DOOH) inventory for its omnichannel DSP.
“Interest in DOOH is growing, and we know consumers want to connect with brands through multiple channels before purchasing,” said Jeff Lucas, head of North American sales and global client solutions at Verizon Media.
In January, Verizon Media struck its global native advertising deal with Microsoft. The companies agreed to offer additional access to 20% more native inventory through Oath Ad Platforms with ad formats on Microsoft News/MSN, including exclusive placements.
“Partnering with Microsoft enables us to bring together this premium inventory with our ad tech, quality content and the most diverse, verified data in the industry to connect marketers with their key audiences at scale," said Guru Gowrappan, CEO of Verizon Media, in a statement.